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Highlights Brochure – Clients OMNI – Fall 2020

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    9780807089514 Electronic book text, Reflowable, , EPUB, $35.95 CAD 9780807094068 Downloadable audio file 9780807094389 Downloadable audio file, $25 CAD
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    Distributor: Random House, Inc. Availability: On Sale Date:Aug 10, 2021 Carton Quantity:12 $35.95 CAD
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Ratchetdemic
Reimagining Academic Success
By (author): Christopher Emdin
9780807089507 Hardcover English General Trade EDUCATION / Philosophy, Theory & Social Aspects Aug 10, 2021
$35.95 CAD
Forthcoming 5.5 x 8.5 in | 1.25 lb 256 pages Beacon Press
A revolutionary new educational model that encourages educators to provide spaces for students to display their academic brilliance without sacrificing their identities

Building on the ideas introduced in his New York Times best-selling book, For White Folks Who Teach in the Hood, Christopher Emdin introduces an alternative educational model that will help students (and teachers) celebrate ratchet identity in the classroom. Ratchetdemic advocates for a new kind of student identity—one that bridges the seemingly disparate worlds of the ivory tower and the urban classroom.

Because modern schooling often centers whiteness, Emdin argues, it dismisses ratchet identity (the embodying of “negative” characteristics associated with lowbrow culture, often thought to be possessed by people of a particular ethnic, racial, or socioeconomic status) as anti-intellectual and punishes young people for straying from these alleged “academic norms,” leaving young people in classrooms frustrated and uninspired. These deviations, Emdin explains, include so-called “disruptive behavior” and a celebration of hip-hop music and culture.

Emdin argues that being “ratchetdemic,” or both ratchet and academic (like having rap battles about science, for example), can empower students to embrace themselves, their backgrounds, and their education as parts of a whole, not disparate identities. This means celebrating protest, disrupting the status quo, and reclaiming the genius of youth in the classroom.

BUILDS ON A NATIONAL BESTSELLER: From the New York Times bestselling author, Emdin’s last book For White Folks Who Teach in the Hood…and the Rest of Y’all Too: Reality Pedagogy and Urban Education, was a blockbuster hit that continues to sell thousands of copies each year – 5 years later - and Ratchetdemic builds off the principles introduced in it.

INTRODUCES A NEW CONCEPT: Ratchetdemic, which aims to reclaim a word historically used to marginalize students of color, is a way of embracing hip-hop culture and academic achievement, allowing students and educators of color to be their true selves within educational spaces

A NATIONALLY-RECOGNIZED EDUCATOR, Emdin is frequently invited to speak at colleges, conferences, and institutions and is a frequent commentator on education and and race for publications including The New York Times, PBS, Wall Street Journal, and Washington Post, among others. His hundreds of thousands of Twitter followers are keyed into his every move and excited about new projects

WILL APPEAL TO BOTH EDUCATORS AND STUDENTS: Written with both new and veteran teachers and students in mind, Emdin argues that contemporary schooling presents a false choice between being ratchet and academic. He shows that teachers and students can embrace their ratchet identity without shrinking from their academic selves.

A FRESH ANALYSIS OF RATCHET IDENTITY: Scholars like Brittany Cooper, Bettina Love, and Omise’eke Tinsley have written about ratchet identity in Black feminism and pop culture, but this is the first book to look at ratchet identity in education.

Christopher Emdin is professor and program director of Science Education in the Department of Mathematics, Science, and Technology at Teachers College, Columbia University, where he also serves as associate director of the Institute for Urban and Minority Education. The creator of the #HipHopEd social media movement and the Science Genius program, he is the author of the New York Times bestseller For White Folks Who Teach in the Hood…and the Rest of Y’all Too and Urban Science Education for the Hip-Hop Generation. Connect with him on Twitter @chrisemdin or on his website, www.chrisemdin.com.

Author Residence: New York, NY

Author Hometown: Maryland

Marketing: LibraryThing and Goodreads giveaways

library promotion

Promotion as a gift book for educators, tied to dates like back to school, and graduation

promotion in the trade

Academic promotion: African American studies, education

Promotion to teachers and administrators

Advertising in The Chronicle of Higher Education, District Administration magazine, and the Black Scholar

Facebook and Twitter advertising targeting Chris Emdin’s followers as well as race and education interests

Pre-order campaign



Publicity: National and regional NPR programs

Interviews with major television broadcast programs

Coverage in national education outlets

Targeted outreach to education journalists at major national publications

Outreach to major African American print and online media

Media connected to speaking schedule



Author Website: www.chrisemdin.com

Author Social Media: twitter.com/chrisemdin
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